miércoles, 5 de octubre de 2011

Steve Jobs "How to live before you die"


La transcripcion del speech que dio Steve Jobs en la universidad de Stanford el 12 de junio del 2005.

'You've got to find what you love,' Jobs says

This is a prepared text of the Commencement address delivered by Steve Jobs, CEO of Apple Computer and of Pixar Animation Studios, on June 12, 2005.
I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college graduation. Today I want to tell you three stories from my life. That's it. No big deal. Just three stories.
The first story is about connecting the dots.
I dropped out of Reed College after the first 6 months, but then stayed around as a drop-in for another 18 months or so before I really quit. So why did I drop out?
It started before I was born. My biological mother was a young, unwed college graduate student, and she decided to put me up for adoption. She felt very strongly that I should be adopted by college graduates, so everything was all set for me to be adopted at birth by a lawyer and his wife. Except that when I popped out they decided at the last minute that they really wanted a girl. So my parents, who were on a waiting list, got a call in the middle of the night asking: "We have an unexpected baby boy; do you want him?" They said: "Of course." My biological mother later found out that my mother had never graduated from college and that my father had never graduated from high school. She refused to sign the final adoption papers. She only relented a few months later when my parents promised that I would someday go to college.
And 17 years later I did go to college. But I naively chose a college that was almost as expensive as Stanford, and all of my working-class parents' savings were being spent on my college tuition. After six months, I couldn't see the value in it. I had no idea what I wanted to do with my life and no idea how college was going to help me figure it out. And here I was spending all of the money my parents had saved their entire life. So I decided to drop out and trust that it would all work out OK. It was pretty scary at the time, but looking back it was one of the best decisions I ever made. The minute I dropped out I could stop taking the required classes that didn't interest me, and begin dropping in on the ones that looked interesting.
It wasn't all romantic. I didn't have a dorm room, so I slept on the floor in friends' rooms, I returned coke bottles for the 5¢ deposits to buy food with, and I would walk the 7 miles across town every Sunday night to get one good meal a week at the Hare Krishna temple. I loved it. And much of what I stumbled into by following my curiosity and intuition turned out to be priceless later on. Let me give you one example:
Reed College at that time offered perhaps the best calligraphy instruction in the country. Throughout the campus every poster, every label on every drawer, was beautifully hand calligraphed. Because I had dropped out and didn't have to take the normal classes, I decided to take a calligraphy class to learn how to do this. I learned about serif and san serif typefaces, about varying the amount of space between different letter combinations, about what makes great typography great. It was beautiful, historical, artistically subtle in a way that science can't capture, and I found it fascinating.
None of this had even a hope of any practical application in my life. But ten years later, when we were designing the first Macintosh computer, it all came back to me. And we designed it all into the Mac. It was the first computer with beautiful typography. If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts. And since Windows just copied the Mac, it's likely that no personal computer would have them. If I had never dropped out, I would have never dropped in on this calligraphy class, and personal computers might not have the wonderful typography that they do. Of course it was impossible to connect the dots looking forward when I was in college. But it was very, very clear looking backwards ten years later.
Again, you can't connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.
My second story is about love and loss.
I was lucky — I found what I loved to do early in life. Woz and I started Apple in my parents garage when I was 20. We worked hard, and in 10 years Apple had grown from just the two of us in a garage into a $2 billion company with over 4000 employees. We had just released our finest creation — the Macintosh — a year earlier, and I had just turned 30. And then I got fired. How can you get fired from a company you started? Well, as Apple grew we hired someone who I thought was very talented to run the company with me, and for the first year or so things went well. But then our visions of the future began to diverge and eventually we had a falling out. When we did, our Board of Directors sided with him. So at 30 I was out. And very publicly out. What had been the focus of my entire adult life was gone, and it was devastating.
I really didn't know what to do for a few months. I felt that I had let the previous generation of entrepreneurs down - that I had dropped the baton as it was being passed to me. I met with David Packard and Bob Noyce and tried to apologize for screwing up so badly. I was a very public failure, and I even thought about running away from the valley. But something slowly began to dawn on me — I still loved what I did. The turn of events at Apple had not changed that one bit. I had been rejected, but I was still in love. And so I decided to start over.
I didn't see it then, but it turned out that getting fired from Apple was the best thing that could have ever happened to me. The heaviness of being successful was replaced by the lightness of being a beginner again, less sure about everything. It freed me to enter one of the most creative periods of my life.
During the next five years, I started a company named NeXT, another company named Pixar, and fell in love with an amazing woman who would become my wife. Pixar went on to create the worlds first computer animated feature film, Toy Story, and is now the most successful animation studio in the world. In a remarkable turn of events, Apple bought NeXT, I returned to Apple, and the technology we developed at NeXT is at the heart of Apple's current renaissance. And Laurene and I have a wonderful family together.
I'm pretty sure none of this would have happened if I hadn't been fired from Apple. It was awful tasting medicine, but I guess the patient needed it. Sometimes life hits you in the head with a brick. Don't lose faith. I'm convinced that the only thing that kept me going was that I loved what I did. You've got to find what you love. And that is as true for your work as it is for your lovers. Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do. If you haven't found it yet, keep looking. Don't settle. As with all matters of the heart, you'll know when you find it. And, like any great relationship, it just gets better and better as the years roll on. So keep looking until you find it. Don't settle.
My third story is about death.
When I was 17, I read a quote that went something like: "If you live each day as if it was your last, someday you'll most certainly be right." It made an impression on me, and since then, for the past 33 years, I have looked in the mirror every morning and asked myself: "If today were the last day of my life, would I want to do what I am about to do today?" And whenever the answer has been "No" for too many days in a row, I know I need to change something.
Remembering that I'll be dead soon is the most important tool I've ever encountered to help me make the big choices in life. Because almost everything — all external expectations, all pride, all fear of embarrassment or failure - these things just fall away in the face of death, leaving only what is truly important. Remembering that you are going to die is the best way I know to avoid the trap of thinking you have something to lose. You are already naked. There is no reason not to follow your heart.
About a year ago I was diagnosed with cancer. I had a scan at 7:30 in the morning, and it clearly showed a tumor on my pancreas. I didn't even know what a pancreas was. The doctors told me this was almost certainly a type of cancer that is incurable, and that I should expect to live no longer than three to six months. My doctor advised me to go home and get my affairs in order, which is doctor's code for prepare to die. It means to try to tell your kids everything you thought you'd have the next 10 years to tell them in just a few months. It means to make sure everything is buttoned up so that it will be as easy as possible for your family. It means to say your goodbyes.
I lived with that diagnosis all day. Later that evening I had a biopsy, where they stuck an endoscope down my throat, through my stomach and into my intestines, put a needle into my pancreas and got a few cells from the tumor. I was sedated, but my wife, who was there, told me that when they viewed the cells under a microscope the doctors started crying because it turned out to be a very rare form of pancreatic cancer that is curable with surgery. I had the surgery and I'm fine now.
This was the closest I've been to facing death, and I hope it's the closest I get for a few more decades. Having lived through it, I can now say this to you with a bit more certainty than when death was a useful but purely intellectual concept:
No one wants to die. Even people who want to go to heaven don't want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life's change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.
Your time is limited, so don't waste it living someone else's life. Don't be trapped by dogma — which is living with the results of other people's thinking. Don't let the noise of others' opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.
When I was young, there was an amazing publication called The Whole Earth Catalog, which was one of the bibles of my generation. It was created by a fellow named Stewart Brand not far from here in Menlo Park, and he brought it to life with his poetic touch. This was in the late 1960's, before personal computers and desktop publishing, so it was all made with typewriters, scissors, and polaroid cameras. It was sort of like Google in paperback form, 35 years before Google came along: it was idealistic, and overflowing with neat tools and great notions.
Stewart and his team put out several issues of The Whole Earth Catalog, and then when it had run its course, they put out a final issue. It was the mid-1970s, and I was your age. On the back cover of their final issue was a photograph of an early morning country road, the kind you might find yourself hitchhiking on if you were so adventurous. Beneath it were the words: "Stay Hungry. Stay Foolish." It was their farewell message as they signed off. Stay Hungry. Stay Foolish. And I have always wished that for myself. And now, as you graduate to begin anew, I wish that for you.
Stay Hungry. Stay Foolish.
Thank you all very much.

jueves, 15 de septiembre de 2011

The Smell of Money: Marketers Use Scent to Encourage Spending

When you shop, you are manipulated in myriad subtle (and not-so-subtle) ways. Everything from store layout to background music to package design is carefully planned to make you more likely to part with your hard-earned dollars. New Scientist reports that marketers are now learning to “recruit smell for the hard sell“:
Scent, marketeers say, is the final frontier in “sensory branding”. Of all our five senses, smell is thought to be the most closely linked to emotion because the brain’s olfactory bulb, which detects odours, fast-tracks signals to the limbic system, which links emotion to memories. Retailers hope that making this direct link to our emotions may seduce us into choosing their products over a competitor’s. “Branding is all about how a customer feels about a company or product — it’s an emotional connection with the customer,” says Randall Stone, a New York-based marketing expert.
Because smell is so strongly linked to emotion, and because individual responses to aromas differ widely, research has progressed slowly. Plus, corporations are afraid that their customers will be upset when they find out there’s yet another way to make them spend more money.
Much of retailers’ “hush-hush” attitude stems from fears that they will be accused of subliminal marketing… They don’t want to admit they are manipulating the store environment to trigger an almost Pavlovian response in customers.
Now, however, scent marketing has reached a level of sophistication and subtlety that makes it appealing to big-name companies like Samsung, Sony, and Verizon. Sure, the scents are designed to manipulate consumers, but they do so on such a low level that most people are never aware that it’s occurring.
Several studies have shown that pleasant scents encourage shoppers to linger over a product, increase the number of times they examine it and in some cases increase their willingness to pay higher prices too.
In one recent study, accepted for publication in the Journal of Business Research, Eric Spangenberg, a consumer psychologist and dean of the College of Business and Economics at Washington State University in Pullman, and his colleagues carried out an experiment in a local clothing store. They discovered that when “feminine scents”, like vanilla, were used, sales of women’s clothes doubled; as did men’s clothes when scents like rose maroc were diffused.
I’ve read about scent marketing before, and have tried to be watchful for it, but I rarely find myself where it might be used. (Comic book stores aren’t likely to use scent marketing, though perhaps they should.) Reading this article almost makes me want to drive to a mall to do research!

(by J.D. Roth)
Publicado originalmente en http://www.getrichslowly.org/

martes, 13 de septiembre de 2011

Que color es tu marca

Estas interesado ponerle un logo a tu empresa, crear tu propia marca y no sabes por dónde empezar, lo primero que debes escoger es el color de tu marca; y como haces esto sabiendo que colores comunican mas con los objetivos generales de tu empresa el color es sumamente importante ya que en ocasiones no es tan importante el logo o la imagen en si misma sino el color según los últimos estudios de neuromarketing, un ejemplo de esto es el de librerías Gandhi y los espectaculares amarillos que se apropian de nuestros espacios en la ciudad a pesar de que el logo realmente es purpura, la integración del amarillo nos hace asociarlo inmediatamente o la Big blue que es como llamamos a la gran IBM, o el Rojo de Coca-cola.

Es importante que tu marca y tu logo transmitan la esencia de lo que tu compañía hace y quiere lograr para sus clientes y los colores te ayudan a lograrlo.

Les compartimos este video con algunos ejemplos y los significados de los colores. Esperamos que los ayude a escoger bien los colores de su logo y generar marcas de impacto.


Five Reasons Why Websites Still Matter

You know you must leverage Facebook, Twitter and word-of-mouth marketing to increase awareness of your brand. But the fact is, websites remain infinitely more popular with consumers than all of the business pages on social media sites combined.
Only 22 percent of those of us online in the U.S. visit a branded social networking page such as those found on Facebook, while 62 percent of us regularly visit branded websites, according to the latest Global Web Index report. If you were starting to let your site become outdated or haggard, consider a refresh. After all, as these figures note, websites still matter.

Here are five reasons why you shouldn't ignore yours:
  1. Branding: Since it's your site, you set the design, which affords you the flexibility to optimize the user experience in ways that directly support your business model and brand-related goals. There's no competition on your website, just a branded experience that you direct yourself.
  2. IT and Engineering Jurisdiction: When you control your own site, you have complete jurisdiction over its code, hosting environment, page count, content, plug-ins and more. Just as I mentioned above with regard to branding -- here too you have the elasticity required to make small or sweeping adjustments at will, an advantage you don't get with third-party websites. With sites like Facebook, you can change minor graphics and some content but not code, navigation scheme, server speed or the graphic user interface.
  3. Content: Speaking of content, more of it can be found on your own website than on a third-party utility or platform, and none of it competes side-by-side for your visitor's attention. Create compelling and useful content that speaks to why someone is visiting your site and you stand a higher chance of that visitor taking action with respect to your products or services. And since inventory (i.e., web pages) is virtually unlimited on a site under your control, you have ample opportunity to add additional content and calls-to-action in the format you deem most appropriate.
  4. Search Engine Optimization (SEO): If garnering multiple, relevant and highly positioned placements in the SERPs (search engine result pages) is part of your sales and marketing strategy, a website is a must. When properly coded and managed, your site delivers natural and sustaining search results that drive qualified traffic to the exact pages on your site where you want visitors to be.
  5. Analytics: While many social utilities, platforms and networks provide access to data related to demographics associated with who accesses your profile and how often they do so, website analytic tools go much deeper. They can provide you with the type of business intelligence you need to determine in real-time how your online marketing performs and stacks up against the competition.
Don't think for a moment that I'm suggesting you drop social in favor of your own website. What I'm advocating is that you lead first with your website, followed by leveraging social, email marketing, point of purchase, mobile, apps and other forms of marketing and outreach to drive traffic to your website where you can generate qualified leads who convert to paying customers.

Articulo por 
Mikal E. Belicove is a market positioning, social media, and management consultant specializing in website usability and business blogging. His latest book, The Complete Idiot’s Guide to Facebook, is now available at bookstores. For more information, visit MikalBelicove.com.
Publicado en Entrepreneur.com

lunes, 25 de julio de 2011

Cómo usar los colores en marketing

Descubre un método para sacarle partido a los colores y aprovéchalo para atraer más clientes.

Los investigadores han desarrollado todo un campo de estudio dedicado a indagar acerca de los colores y la forma en que nos influyen. El marketing ha sacado gran provecho de esos estudios, utilizándolos para determinar qué tonalidades aplicar en productos, publicidad, sitios web y puntos de venta, entre otros, para influir en la decisión de compra de las personas y conseguir un incremento en las ventas.
Los colores que vemos en los puntos de venta o las calles, mientras caminamos, tienen una enorme repercusión en nuestra psicología y en nuestra decisión de compra. La gran mayoría de los productos y anuncios publicitarios tiene un fuerte componente de estrategia del color, diseñada por especialistas en esta disciplina.
Los investigadores de mercado han podido comprobar que el color afecta notoriamente los hábitos de compra de las personas. Mientras que los compradores impulsivos responden mejor al rojo, naranja, negro y azul, los compradores que planean más sus compras, responden mejor al rosado claro, celeste y azul marino.
El uso óptimo de la teoría de los colores te ayudará incrementar tus ventas. Sólo debes entender claramente los siguientes puntos:
1. Piensa en el mercado al cual apunta tu negocio.
Digamos que estás vendiendo libros para niños pequeños, pero que tus esfuerzos de marketing se dirigen a los abuelos (que son quienes comprarán los libros para sus nietos).
Probablemente diseñarás los libros con colores primarios brillantes, para que así les agraden a los niños que los usarán. Sin embargo, los materiales de marketing (sitio web, folletos, volantes, cartelería, etc.) deberán estar diseñados pensando en los abuelos. Es así que debes pensar en utilizar azules (que transmiten confianza), rosados (dulzura, seguridad) y amarillos (felicidad, diversión)
2. Los colores influyen.
Los colores están en relación directa con las aprensiones de la gente en cuanto a tomar decisiones por cuenta propia, ya que influyen con su presencia en el entorno del tomador de decisiones. Esto nos lleva al "efecto demostración" entre consumidores, dado que unos imitan a otros en su comportamiento de vida y de compra.
Las influencias y los colores son acumulativos; es decir, a más "seguimiento" de líderes sociales, más disfrute del color y por ende mayor proliferación de los más aceptados.
3. Clientes y Colores.
Algunas de las tendencias actuales en cuanto a colorimetría de productos e identidad corporativa, señalan lo siguiente:
Los clientes que prefieren el rojo son por lo general extrovertidos y dinámicos. El color rojo tiene relación con aromas atractivos; un rojo escarlata denota preferencias sexuales de minorías y fuerte grado de dignidad y orgullo.
Los clientes que escogen el amarillo tienen tendencia a lo intelectual. También se reconoce que este color irradia calor e inspiración. Se recomienda para anunciar "novedades u ofertas".
Los clientes que seleccionan el color verde-azulado son analíticos y de carácter tranquilo, da prioridad al color verde es utilitario, amante de lo fresco y natural.
La gente que prefiere el azul en todas sus tonalidades, tiene buen control de sus emociones. Es, además, el color favorito de los niños y jóvenes. Refleja tranquilidad, no violencia y es muy recomendable para productos del hogar que tengan bastante duración. Conviene aplicarlo en pintura de paredes, ropa de cama, cortinas, etc. Algunos dicen que el éxito del portal de Internet Yahoo! se debe a la utilización del color azul.
La gente que compra productos de color naranja es por lo general jovial. Es el color de la acción, la efusividad y la generosidad.
Morado - Violeta
Las personas con tendencia al color morado-violeta tienen gustos artísticos, místicos y religiosos. Este color tiene impacto en la industria de perfumería para mujeres. Se considera el color más sexual de todos.
Marrón o café
La mayoría de clientes que son ordenados y disciplinados, buscan el color marrón o café. Se relaciona además a este color con una vida estable y saludable.
Los clientes que prefieren el color negro son conservadores, les gusta la elegancia y la discreción.
La gente que escoge el color blanco es refinada y con tendencia a ser cerrada en sus ideas.
Los clientes que escogen el gris, reflejan conformismo y pasividad.
El cliente que escoge el rosa es suave, femenino, sofisticado, educado.
Los compradores de pan, cereales, miel , se detienen más ante el color dorado que resalta en su envase.
Las mujeres han dado mucha fuerza últimamente al color turquesa, sobre todo si éste está combinado con tonos rosa y blancos. Este color se relaciona con productos de belleza y feminidad, y tiene mucho que ver con aromas de frescura y limpieza.

“Las 22 Leyes Inmutables del Marketing”

Al Ries y Jack Trout, escribieron este gran libro llamado “Las 22 Leyes Inmutables del Marketing”. El texto recorre las 22 leyes y da ejemplos muy concretos de las principales empresas y como los lograron aplicar y los efectos que tuvieron las que los violaron un libro que todo mercadologo debe leer una vez en la vida.

He aquí las 22 Leyes Inmutables del Marketing viólelas bajo su propio riesgo.

1. Es mejor ser el primero que ser el mejor.
2. Si no consigues ser el primero, crea una nueva categoría en la que puedas serlo.
3. Es mejor ser el primero en la mente del consumidor que el primero en el punto de venta.
4. El marketing no es una batalla de productos, es una batalla de percepciones.
5. El principio más poderoso en marketing es poseer una palabra en la mente de los clientes.
6. Dos empresas no pueden poseer la misma palabra en la mente del cliente.
7. La estrategia a utilizar depende del peldaño que se ocupe en la escalera.
8. A la larga, cada mercado se convierte en una carrera de dos participantes.
9. Si optas al segundo puesto, tu estrategia está determinada por el líder.
10. Con el tiempo, una categoría se dividirá para convertirse en dos o más categorías.
11. Los efectos del marketing son a largo plazo.
12. Hay una presión irresistible que lleva a la extensión de la marca.
13. Siempre hay que renunciar a algo para conseguir algo.
14. Para cada atributo hay otro opuesto igual de efectivo.
15. Cuando admitas algo negativo, el cliente potencial te concederá algo positivo.
16. En cada situación, sólo una jugada producirá resultados sustanciales.
17. Salvo que escribas los de tus competidores, no podrás predecir el futuro.
18. El éxito suele preceder a la arrogancia y la arrogancia al fracaso.
19. El fracaso debe ser esperado y aceptado
20. A menudo, la situación es lo contrario de cómo se publica en la prensa.
21. Los programas que triunfan no se construyen sobre novedades, sino sobre tendencias.
22. Sin los fondos adecuados, una idea no despegará del suelo.

miércoles, 9 de marzo de 2011


Sabes que es el Guerrilla Marketing Jay Conrad Levinson fue quien creo el termino lo define como el marqueting "simple de entender, fácil de aplicar, y no requiere de grandes inversiones". y para que les quede más claro unos cuantos ejemplos.

domingo, 20 de febrero de 2011

Lo mas nuevo de la publicidad.

Les compartimos lo más nuevo de la publicidad grandes ideas creativas de todo el mundo
Esperamos los disfruten.

miércoles, 26 de enero de 2011

ROI en tus campañas de marketing te hace crecer

No cabe ninguna duda que uno de los aspectos fundamentales para medir la eficiencia de una estrategia de marketing es el ROI-retorno de la inversión- y uno de los últimos estudios se ha llevado a cabo a final de 2010 por más de 231 encuestados que utilizan estrategias de marketing online destinadas a lograr un aumento de las cifras de negocios y obviamente, mayor consolidación de la marca.

El estudio elaborado por Lenskold Group, dio como resultado un informe de más de 21 páginas en las que se incluyeron recomendaciones de relevancia para optimizar el ROI de las inversiones en marketing online.

La optimización de las campañas de marketing en relación a la exploración de prácticas habituales y la generación de nuevas oportunidades derivadas de una mayor eficiencia en las campañas de marketing, si bien fue el objetivo primordial, no ha sido el único ya que el estudio permitió identificar algunos aspectos de gran relevancia.

Los vendedores cuentan con una visión suficientemente amplia como para identificar el potencial que les queda por explotar. Se estima que el aumento posible en los beneficios estará en torno al 10%. Sin embargo, un 44% aún no ha identificado las áreas por las que podría incrementar sus beneficios.

El beneficio más elevado se circunscribe al ámbito nuevas alianzas y sinergias destinadas a la generación de nuevas oportunidades de negocios.

La utilización de campañas de marketing online genera oportunidades derivadas de la identificación de las acciones llevadas a cabo por la competencia, o que permite lograr un crecimiento que se sitúa en el 22% comparativamente con el 10% mencionado anteriormente.

Las empresas que incluyen el análisis del ROI en sus campañas de marketing experimentan rápidos y fuertes crecimientos, situándose en un 51% para aquellas que utilizan mediciones no sólo financieras y un 63% para quienes incluyen la calidad como variables que permite la conversión en cifras de negocio.

Finalmente, las empresas que utilizan herramientas y análisis de medición del ROI, determinan que las campañas online son mas eficientes que el marketing tradicional ya que permiten evaluar el nivel de consolidación de la marca y la fidelización de los clientes, variables cuyo ROI es tradicionalmente complejo de medir.


martes, 18 de enero de 2011

Los aparadores también venden

En el sector de venta al detalle o retail, nuestras queridas pymes tienen el reto de competir contra las arrolladoras cadenas comerciales, las cuáles con recursos y economías de escala inyectan interesantes valores de producción a sus aparadores, ambientación y mobiliario. Sin embargo esto representa también una debilidad para estas grandes empresas ya que estarán siempre más limitadas en creatividad y tardarán más en reaccionar ante nuevas condiciones del mercado.
El reto es diferenciarse con ingenio y con los recursos disponibles vs. marcas más reconocidas en el sector.

Los aparadores son a una tienda lo que un empaque a un producto. Deben comunicar lo mejor y lo más relevante para el cliente, con la finalidad de despertar su curiosidad e invitarlos a entrar. Un aparador que logra invitar al cliente cumple su misión, que debe complementarse con el ambiente interno, la capacidad persuasiva de sus vendedores, y por supuesto la mercancía y sus precios.
En algunos sectores de lujo, como joyería y ropa, en ocasiones el peso de la marca sustituye a los aparadores en la generación de expectativas. Recuerdo que durante mucho tiempo las tiendas MontBlanc tenían como estrategia mantener sus puertas cerradas aunque el local se encontrara abierto, como una forma de comunicar exclusividad.
La realidad es que los pequeños y medianos comerciantes deben vigilar lo que comunican a través de sus fachadas y de sus aparadores. Evidentemente deben vender pero sin saturar o prometer lo que no se puede cumplir. Aquí es donde dos variables se hacen presentes:
1.La Creatividad, que permite convertir un aparador en publicidad exterior, o que lograr impactar sobre todos los estímulos publicitarios a los que estamos sometidos diariamente. Aquí un ejemplo que capté en una reconocida boutique de Estados Unidos.

2.Los valores de producción, que sin exceder presupuestos deben ser de buena calidad para proyectar lo que la marca o la tienda representa. Entiéndase por valores de producción la calidad y montaje escenográfico, que por más creativo que sea, puede comunicar en la dirección contraria al concepto. Les presento otro ejemplo que capté en una tienda de ropa española.


Arituculo por Abraham Geifman